IMPOSSIBLE IS NOTHING
In the summer of 2004, in the occasion of Olympic Games in Athens, Adidas, world famous brand in the field of sport clothing has made one of the most inspiring campaigns I have ever seen. With claim “Impossible is nothing” they have placed focus on the values they wanted their products to transmit and represent. This international company adapted itself to a trend that, in an occasion such as Olympic Games are, inevitably, sees in competition not only the athletes but also the brand they wear; it is a battle led through campaigns in various mass media.
Focus of my analysis is placed on three TV commercials, videos each of which lasts 30 seconds. I find it necessary ...view middle of the document...
This video too is closed with apparition of Adidas logo with added suffix “com”.
Third and the last video is maybe the most spectacular of the three. Again a challenge, presented through a union of different shootings. In an incredible race on 100 meters Jesse Owens competes against other athletes among which Kim Collins. Persona of Kim Collins is surely indicated more than any other as embodiment of the Adidas philosophy. Fiscally, Kim is somewhat inferior to his colleagues, almost a common man that unexpectedly becomes a champion. The voice we hear in the background belongs to him. He talks about the dare, the challenge he accepts every time there is a possibility to run under ten seconds. Two last shots of the video are: a still image of different Olympic champions arriving to the finish line and then a hug between Kim and Jessie. As a closure, once again, we have the logo and the suffix.
Having presented the images I wish to interpret I can now proceeded with the analysis of the text composed of images, textual elements, music, voices and everything that is perceived by our senses. I will begin the analysis underlining analogy between the three texts. Analogies that are explicit guaranties of the continuum of the message Adidas wants to transmit to the audience – potential clients.
Three videos feature celebrities, that are champions in their sport disciplines and, mostly important for the campaign, celebrities that wear Adidas clothes. The last two notes are synthesized by images that present various protagonists in action wearing clothes with discrete Adidas signs but still very easy to note. What is being promoted in each of the videos is not a specific item but a concept or even philosophy of the brand that is synthesized in the slogan of the campaign: “Impossible is nothing”. And really, in each of the videos there is common message sent by images and stories: “try to overcome your limits and beat your own records”.
Author of the videos resorts to the “cut up” technique. Spectacular effect of utopian, simultaneous competition is achieved by putting together pieces of different videos. In the case of “Haile” it is referred to only one character, while in other two there are several different subjects.
Another element that these videos have in common is the voice in the background that captures the attention of the viewer, supplemented with a discrete incidental music.
At the end there is the same closure for every video, logo and the name of the brand (with the suffix “com”) on the black background without any additional comments.
All these elements are those that we can see. Let us now look at the texts from another standpoint and analyze the allusions and implied meanings of each text which are far more difficult to transmit and perceive.
If we start from the beginning but look at the texts in a different way we see that Haile, beating his own record 9 times, Nadia and Jessie that complete their Olympic challenges in the...